APSA MEDIA

Logo / Brand Design

2024

APSA Media is a business unit of IRSA from Argentina, specializing in the commercialization of promotional and advertising spaces across shopping malls nationwide. We, the marketing team at IRSA took this project and decided to rebrand one of IRSA's most known businesses internally and change the way it was perceived not only for the small public but for outsiders too.

An old identity that didn't represent their new values.

Problem

APSA Media started as an only physical ad commercialization platform that only lived in shopping malls. Today it became a Phygital platform which means that works not only with physical spaces like printed banners but also with digital spaces like built-in display screens. This new aspect called for a new way of branding communication, one that embraces advertising in every type and form.

A name that needed to feel different.

Solution

APSA means Alto Palermo Sociedad Anónima (It started as a small business from Alto Palermo´s mall). “This is gonna be something different" we said with the team. Everyone at IRSA used to call it APSA, so we planned to revamp it´s image without taking its naming away. The goal here was to separate old APSA´s name from it´s old visual identity.

“Creá, Activá, Impactá” (Create, Activate, Make an impact).

Outcome

We experimented with color, forms and language. This was a 360° project where we look for every aspect to be as cohesive and thoughtful as it could possibly be. The final product was a Brandbook, a modern brand with a powerful message. This brandbook helps as a visual guide for everyone and becomes a step forward in APSA´s identity.